Apparatus for analyzing advertisement effect and method of analyzing advertisement effect

ABSTRACT

The present disclosure relates to an advertisement effect analysis apparatus and an advertisement effect analysis method. Specifically, the advertisement effect analysis method collects an advertisement viewing history of a user, determines a display state of an advertisement displayed to a user and a user response, and analyzes an effect of the advertisement displayed to the user based on a determination result.

CROSS-REFERENCE TO RELATED APPLICATION

This application claims the priority benefit of Korean PatentApplication No. 10-2015-0035987 filed on Mar. 16, 2015, in the KoreanIntellectual Property Office, the disclosure of which is incorporatedherein by reference.

BACKGROUND

1. Technical Field

Embodiments relate to an advertisement effect analysis apparatus and anadvertisement effect analysis method, and more particularly to anapparatus and a method for analyzing an effect of an advertisementdisplayed to a user by analyzing an advertisement viewing history of theuser.

2. Description of Related Art

Recently, smart TVs accommodate Internet-based content, generallyenabled in personal computers (PCs), based on characteristics ofconventional TVs to become new mainstream media service providers. SmartTVs display a variety of advertisements differentiated from those of thesame content provided to users without variation by accommodatingInternet-based content. Smart TV advertising is used by advertisers formarketing to meet users' needs and to induce active content consumption,and advertisers intend to measure information on user interest andsatisfaction with respect to advertisements thereof among a variety ofadvertisements displayed to users.

A current advertisement effect measurement method is similar to a methodof surveying audience ratings, in which a people meter is generally usedto collect and analyze user information, thereby measuring the effect ofan advertisement. That is, the advertisement effect measurement methodemploys return path data for advertisement effect measurement in acommunication network-combined TV environment.

As an index for measurement, a display count indicating the number ofsimple displays, the number of hits indicating the number of inputs viaa remote controller, click-through rate (CTR) indicating the number ofclicks, and the like are used independently. Recently, there isintroduced a technique for advertisement effect measurement whichemploys determining the presence of a user, measuring a viewing time,and measuring how long an advertisement catches user's attention using acamera attached to a TV.

However, such an advertisement effect measurement method is used merelyto show an index to indicate a user pattern with respect to a displayedadvertisement but has difficulty in showing actual user involvement inthe advertisement displayed to the user.

Thus, there is needed a method for analyzing an advertisement effectdifferentiated depending on a situation by using a weighting based on auser response to an advertisement displayed to a user.

SUMMARY

An aspect may provide an advertisement effect analysis apparatus and anadvertisement effect analysis method which analyze an advertisementviewing history of a user from a user device to analyze user involvementin a displayed advertisement.

Another aspect may also provide an advertisement effect analysisapparatus and an advertisement effect analysis method which analyze aneffect of an advertisement by applying a weighting based on importanceof a display size of the advertisement, a display time, and a userresponse according to the advertisement viewing history.

According to an aspect, there is provided a method of analyzing anadvertisement effect performed by an advertisement effect analysisapparatus, the method including collecting an advertisement viewinghistory of a user from a user device; determining a display state of anadvertisement based on the collected advertisement viewing history and auser response based on the display state; and analyzing an effect of theadvertisement displayed to the user corresponding to a determinationresult.

The determining may include determining the display state of theadvertisement using a display size of the advertisement displayed on ascreen of the user device and a display time based on the display sizeof the advertisement.

The determining may include enlarging the display size of theadvertisement by adjusting an advertising area on the screen on whichthe advertisement is displayed when the displayed advertisement isselected by the user.

The determining may include determining an advertisement display degreeaccording to the display size and display time based on a size of thescreen of the user device and a play time of the advertisement.

The determining may include determining a user response to theadvertisement using input information for manipulating an advertisementplayed according to the display state.

The determining may include determining a user response according to apreset range using input information indicating a variation in soundbased on the sound output from the played advertisement.

The analyzing may include analyzing an effect of the advertisement inview of a weighting based on importance of the display state of theadvertisement and the user response according to a result.

According to another aspect, there is provided a method of analyzing anadvertisement effect performed by an advertisement effect analysisapparatus, the method including determining a display state of anadvertisement displayed on a screen of a user device by collecting anadvertisement viewing history of a user; determining a user responseindicating involvement in the advertisement corresponding to thedetermined display state of the advertisement; and analyzing an effectof the advertisement displayed to the user corresponding to the displaystate and the user response.

The determining of the display state may include determining the displaystate of the advertisement using a display size of the advertisementdisplayed on a screen of the user device and a display time based on thedisplay size of the advertisement.

The determining of the display state may include enlarging the displaysize of the advertisement by adjusting an advertising area on the screenon which the advertisement is displayed when the displayed advertisementis selected by the user.

The determining of the display state may include determining anadvertisement display degree according to the display size and displaytime based on a size of the screen of the user device and a play time ofthe advertisement.

The determining of the user response may include determining a userresponse to the advertisement using input information for manipulatingan advertisement played according to the display state.

The determining of the user response may include determining a userresponse according to a preset range using input information indicatinga variation in sound based on the sound output from the playedadvertisement.

The analyzing of the user response may include analyzing an effect ofthe advertisement in view of a weighting based on importance of thedisplay state of the advertisement and the user response according to aresult.

According to still another aspect, there is provided an apparatus foranalyzing an advertisement effect, the apparatus including a receiverconfigured to collect an advertisement viewing history of a user from auser device; and a processor configured to determine a display state ofan advertisement based on the collected advertisement viewing historyand a user response based on the display state and to analyze an effectof the advertisement displayed to the user.

The processor may determine the display state of the advertisement usinga display size of the advertisement displayed on a screen of the userdevice and a display time based on the display size of theadvertisement.

The processor may determine a user response to the advertisement usinginput information for manipulating an advertisement played according tothe display state.

According to yet another aspect, there is provided an advertisementeffect analysis apparatus performing an advertisement effect analysismethod which includes a processor, wherein the processor determines adisplay state of an advertisement displayed on a screen of a user deviceby collecting an advertisement viewing history of a user, determines auser response indicating involvement in the advertisement correspondingto the determined display state of the advertisement, and analyzes aneffect of the advertisement displayed to the user corresponding to thedisplay state and the user response.

The processor may determine the display state of the advertisement usinga display size of the advertisement displayed on a screen of the userdevice and a display time based on the display size of theadvertisement.

The processor may determine a user response to the advertisement usinginput information for manipulating an advertisement played according tothe display state.

BRIEF DESCRIPTION OF THE DRAWINGS

These and/or other aspects, features, and advantages of the disclosurewill become apparent and more readily appreciated from the followingdescription of embodiments, taken in conjunction with the accompanyingdrawings of which:

FIG. 1 illustrates an overall configuration of an advertisement effectanalysis apparatus according to an example embodiment;

FIG. 2 illustrates a detailed configuration of an advertisement effectanalysis apparatus according to an example embodiment;

FIG. 3 illustrates a detailed configuration of an advertisement viewinghistory of a user according to an example embodiment;

FIG. 4 illustrates a display state of an advertisement according to anexample embodiment;

FIG. 5 illustrates a user response to an advertisement according to anexample embodiment;

FIG. 6 illustrates an operation of analyzing an effect of anadvertisement according to a result of an advertisement displayed to auser according to an example embodiment; and

FIG. 7 is a flowchart illustrating an advertisement effect analysismethod according to an embodiment.

DETAILED DESCRIPTION

Reference will now be made in detail to embodiments of the presentdisclosure, examples of which are illustrated in the accompanyingdrawings, wherein like reference numerals refer to the like elementsthroughout. Embodiments are described below to explain the presentdisclosure by referring to the figures.

FIG. 1 illustrates an overall configuration of an advertisement effectanalysis apparatus according to an example embodiment.

Before describing the advertisement effect analysis apparatus 102, anadvertising manager which manages the advertisement effect analysisapparatus 102 may perform a series of advertisement registrationprocedures to analyze an effect of an advertisement displayed to a user.Specifically, the advertising manager may perform a process ofregistering an advertisement that an advertiser or advertising agencyproviding the advertisement intends to display to the user through auser device. Here, the process of registering the advertisement mayrefer to a process of making an advertising contract regarding certaindetails, for example, a contract for specifying a number ofadvertisement display times, an advertisement display period, and anumber of advertisement display times, which are desired by theadvertiser or advertising agency.

Accordingly, the advertising manager may perform a contract process ofinputting information on the advertisement that the advertiser oradvertising agency intends to display to the user through the userdevice online or offline. Information on the contract made between theadvertising manager and the advertiser or advertising agency may partlybe used as information for estimating the effect of the advertisementdisplayed through the user device.

That is, the advertisement effect analysis apparatus 102 may measure theeffect of the displayed advertisement on the basis of a frequency, time,and interval of the advertisement displayed through the user devicebased on part of the information on the contract, such as details, anadvertising target, an advertising period or count, and createdadvertising content of the advertisement contracted to be providedthrough the user device.

Referring to FIG. 1, when an advertisement is displayed through the userdevice, the advertisement effect analysis apparatus 102 may measure aneffect of the displayed advertisement and deliver a measurement resultto the advertiser or advertising agency. Further, in measuring theeffect of the advertisement, the advertisement effect analysis apparatus102 may input a weighting in view of importance of each index to set aprofile of the advertisement.

The advertisement effect analysis apparatus 102 may analyze an effect ofan advertisement displayed to a user based on an advertisement viewinghistory of the user. Specifically, the advertisement effect analysisapparatus 102 may collect an advertisement viewing history of a userfrom a user device 101. Here, the user device 101 may be a deviceincluding a display capable of displaying an advertisement. For example,the user device 101 may include various forms of devices, such as amobile phone, a tablet computer, a desktop computer, and a smart TV.Further, the advertisement effect analysis apparatus 102 may beintegrated with the user device in a form of an application or beconfigured as an external device connectable to the user device.

The advertisement effect analysis apparatus 102 may determine a displaystate of the advertisement displayed through the user device 101 and auser response based on the display state on the basis of theadvertisement viewing history. Here, the display state and the userresponse may be used as indexes for analyzing the effect of theadvertisement displayed to the user. The indexes may be changed orextended later based on the advertisement displayed to the user.

That is, when the advertisement is displayed to the user, theadvertisement effect analysis apparatus 102 may analyze a form in whichthe advertisement is displayed and the effect of the advertisementdisplayed to the user in view of the user response to the displayadvertisement.

The display state of the advertisement may include a display size of theadvertisement displayed on a screen of the user device and a displaytime based on the display size of the advertisement. That is, thedisplay state of the advertisement may indicate a display size per sizeof an advertising area in which an advertisement is displayed on thescreen of the user device and a display time in which the advertisementis displayed in set display size.

Here, the advertisement may be a still-image advertisement or a videoadvertisement, and the display size of the advertisement is adjustableaccording to a user selection. That is, the advertisement may adjust thedisplay size based on the size of the advertising area and be played inthe adjusted display size. Here, the advertisement may adjust thedisplay size largely by two methods.

According to a first embodiment, the advertisement may be displayed onthe screen of the user device, changing the display size to a first sizeor a second size based on a screen size of the user device.

Specifically, the advertisement may be displayed on the screen in thefirst size based on the screen size of the user device. Here, the firstsize may be a readjusted size according to an aspect ratio of the userdevice. That is, the advertisement may be displayed on the screen in thefirst size according to the aspect ratio of the user device, whichallows the user to concentrate on the advertisement when viewing theadvertisement.

Subsequently, the advertisement is selectable according to userinterest. The advertisement may be displayed on the screen, changing thedisplay size from the first size to the second size according to a userselection. Here, the second size may be an enlarged size correspondingto the aspect ratio of the user device. That is, when the user choosesan enlarged view according to user interest, the advertisement may bedisplayed on the screen in the second size corresponding to a fullscreen of the user device. That is, the advertisement may change thesize to the first size or second size and be displayed by stages on thescreen of the user device via two stages.

According to a second embodiment, the advertisement may arbitrarilyadjust the size based on user interest according to a functionalinternally provided by the user device 101.

With active studies and development of image representation techniquesin recent years, techniques for controlling content displayed on theuser device 101 are also steadily advancing. That is, the user device101 provides a variety of content functions, such as smart touching,smart sensing, and smart sound recognition, according to user selectionand control.

Thus, an advertisement may be selected based on user interest and beadjusted to have a random size determined suitable for the user to viewthe advertisement according to user control. That is, the size of theadvertisement may be adjusted variously through the content functions,such as smart touching, smart sensing, and smart sound recognition, tomeet user requirements.

The user response may refer to user behavior, such as interest level orinvolvement of the user in the advertisement displayed on the screen ofthe user device 101. Here, the advertisement effect analysis apparatus102 may determine a user response based on input information input bythe user to determine a user response. That is, the advertisement effectanalysis apparatus 102 may receive a signal through a peripheral 104connectable to the user device 101 and determine a user response basedon input information according to the received signal.

The advertisement effect analysis apparatus 102 may analyze the effectof the advertisement displayed to the user corresponding to adetermination result on the basis of the display state of theadvertisement based on the advertisement viewing history and the userresponse based on the display state.

Here, the advertisement effect analysis apparatus 102 may apply adifferent weighting corresponding to each index based on the displaystate and the user response and compare profiles of the advertisementbased on the applied weighting of each index and the advertisingcontract, thereby analyzing the effect of the advertisement. A weightingis a value indicating importance of each index in analyzingadvertisement effects, which may be set based on input information or byan apparatus manager upon the advertising contract with the advertiseror advertising agency

Ultimately, the advertisement effect analysis apparatus 102 maydetermine information delivery capability of the advertisement displayedto the user and user involvement based on the information deliverycapability, thereby analyzing the effect of the advertisement. That is,the advertisement effect analysis apparatus 102 may infer an impact ofthe advertisement on the user based on the information deliverycapability or an objective result of evaluating a target of theadvertisement through the analyzed effect.

Further, the advertiser or advertising agency may measure the effect ofthe advertisement according to desired criteria thereof and set aprofile of the advertisement accordingly, thereby delivering informationon the advertisement via indirect communication with the user, not in aunilateral manner.

FIG. 2 illustrates a detailed configuration of an advertisement effectanalysis apparatus according to an example embodiment.

The advertisement effect analysis apparatus 201 may measure an effect ofan advertisement displayed to a user on the basis of indexesrespectively based on i) a display size of the advertisement accordingto a display state of the advertisement, ii) a display time according tothe display size of the advertisement, and iii) a user response to theadvertisement. The advertisement effect analysis apparatus 201 mayperform the following operations in order to measure the effect of theadvertisement on the basis of the respective indexes.

Referring to FIG. 2, the advertisement effect analysis apparatus 201 mayinclude a receiver 202, a processor 203, and a transmitter 204.

Specifically, the receiver 202 may collect an advertisement viewinghistory of a user from a user device. The advertisement viewing historymay include information for identifying an advertisement displayed tothe user and input information input by the user corresponding to thedisplayed advertisement. For example, the advertisement viewing historymay include an identifier (ID) for identifying an advertisement, anadvertisement start time, an advertisement end time, and inputinformation input by the user.

Here, the receiver 202 may collect a separate advertisement viewinghistory corresponding to each advertisement displayed through the userdevice. For example, the receiver 202 may collect an advertisementviewing history of advertisement A corresponding to advertisement A andan advertisement viewing history corresponding to advertisement B.

The receiver 202 may collect an advertisement viewing history of eachadvertisement after a time the advertisement is displayed. The receiver202 may collect an advertisement viewing history of an advertisementeven when the user arbitrarily suspends the advertisement after acompulsory display time set for the advertisement or the advertisementis played to the end.

For example, it may be assumed that advertisement A is an advertisementcompulsorily displayed before user desired information is provided,which is compulsorily played for 5 seconds to be stopped. The receiver202 may collect the advertisement viewing history of advertisement Aeven when the user stops playing advertisement A within 5 seconds or theadvertisement continues to be played even in 5 seconds.

Further, the receiver 202 may collect an advertisement viewing history,further including user input information which is input in processes ofstarting and ending an advertisement in playing the advertisement. Here,the user input information may be an operation for controlling playbackof the advertisement, which may be an index used to predict a userresponse.

The processor 203 may determine a display state of an advertisementbased on a collected advertisement viewing history and a user responsebased on the display state. Specifically, the processor 203 maydetermine a display size of an advertisement displayed on a screen ofthe user device based on the display state of the advertisement and adisplay time based on the display size of the advertisement.

The processor 203 may analyze an effect of the advertisement based on adetermination result. That is, the processor 203 may measure the effectof the advertisement using respective indexes based on the display sizeof the advertisement based on the state of the advertisement, thedisplay time of the advertisement, and the user response.

The processor 203 may store the advertisement viewing history of theuser collected through the receiver 202 and the analyzed advertisementeffect in a database. By storing the advertisement viewing history andthe advertisement effect in the database, results of analyzingadvertisement effects calculated based on the stored advertisementviewing histories may be statistically complied according to aparticular condition (for example, household/advertisement/advertiser,etc.) and be provided to an advertiser or platform manager.

A configuration for measuring advertisement effects according to eachindex will be described in detail with reference to FIGS. 4 to 6.

FIG. 3 illustrates a detailed configuration of an advertisement viewinghistory of a user according to an example embodiment.

Referring to FIG. 3, an advertisement effect analysis apparatus mayreceive an advertisement viewing history of a user from a user device.Here, the advertisement viewing history is for measuring an effect ofeach advertisement and may include information for identifying anadvertisement displayed to a user and input information input by theuser corresponding to the displayed advertisement.

Specifically, the advertisement viewing history may include an ID foridentifying an advertisement (AD Content ID), an ID of a user device(Smart TV ID), an advertisement start time (AD Start Time), anadvertisement end time (AD End Time), a time an advertisement isselected so that an advertising area is enlarged (AD Select Time), andinput information input by a user via a peripheral device (User Event).

Here, the input information may include a number of times a button of aperipheral is pressed (User Event) and a value occurring in each time(Event Value). Specifically, the input information may be informationinput by the user through a remote controller (peripheral) while anadvertisement is being played. For example, the input information may beinformation on a volume up or down event or channel up or down event viathe remote controller and on a change in value occurring upon each inputwhile the advertisement is being played. The input information may beused as data to indirectly determine user interest in the advertisement.

The AD Select Time may refer to a time when the user selects theadvertisement and be indicated differently according to a user selectionon a screen configuration of the user device on which the advertisementis played. Specifically, an advertisement provided on the user devicemay primarily provide basic information, such as a thumbnail and animage, through an advertisement list. Here, when the user selects anadvertisement on the list, which means that the user wants detailedinformation on the advertisement, detailed information on theadvertisement, such as a video and a URL, may be provided secondarily.

Here, the user may arbitrarily select an advertisement amongadvertisements displayed on the screen of the user device, and the ADSelect Time may be different, for example, 1 second or 10 seconds,depending on a user selection.

Thus, the AD Select Time may be indicated differently according to auser selection on the screen configuration of the user device. Sinceselecting an advertisement by the user may be interpreted as a highinterest of the user in the advertisement, the AD Select Time may beused as an index based on an advertisement play time.

Further, when the user selects a displayed advertisement, theadvertisement effect analysis apparatus may adjust the advertising areaon the screen displaying the advertisement at the advertisement selectedtime to enlarge the display size of the advertisement. That is, theadvertisement effect analysis apparatus may change the display state ofthe advertisement according to a response of the user viewing theadvertisement and analyze an effect of the advertisement accordingly.

FIG. 4 illustrates a display state of an advertisement according to anexample embodiment.

Referring to FIG. 4, an advertisement effect analysis apparatus mayanalyze a display size of an advertisement based on a display state ofthe advertisement and a display time based on the display size of theadvertisement in order to measure an effect of the advertisement.

Specifically, the advertisement may be displayed through an advertisingarea for displaying an advertisement which is an area forming a screenof a user device. Here, the advertisement may be displayed through adifferent advertising area depending on a screen interface provided bythe user device. Hereinafter, for understanding of the disclosure, adisplay state of an advertisement will be described assuming that theadvertisement is provided through a 400×300-pixel advertising area on auser device with a size of 1024×768 pixels and the advertisement isprovided through an enlarged 750×550-pixel advertising area according toa user selection.

The advertisement effect analysis apparatus may receive inputs of adisplay size and display time of an advertisement to be displayed uponan advertising contract with an advertiser or advertising agency. Here,the advertisement effect analysis apparatus may determine that theadvertisement is displayed to the user to a greater degree as theadvertising area of the screen on which the advertisement is displayedis larger or the advertisement is played for a longer time in proportionto the display size and the display time of the advertisement. Further,the advertisement effect analysis apparatus may determine that such aproportional relationship is applied the same to an effect of theadvertisement.

Thus, the advertisement effect analysis apparatus may indicate thedisplay state of the advertisement in view of the display size anddisplay time of the advertisement and accordingly identify the degree towhich the advertisement is displayed to the user. The advertisementdisplay degree may be represented by Equation 1.

Display degree=(advertising area size×display time)+(enlargedadvertising area size×display time)/(user device screensize×advertisement length)  [Equation 1]

Referring to Equation 1, the advertisement display degree may beinferred based on a screen configuration of the user device according tothe display state of the advertisement. That is, the advertisementdisplay degree may be analyzed by dividing a sum of the 400×300-pixeladvertising area multiplied by a time the advertisement is played in theadvertising area and the 750×550-pixel advertising area multiplied by atime the advertisement is played in the advertising region by a1024×768-pixel screen configuration of the user terminal multiplied by atotal advertisement playback time, thereby identifying information onthe advertisement actually displayed to the user.

Ultimately, the advertisement effect analysis apparatus may divide theadvertising area and the enlarged advertising area and consider thetimes the advertisement is played in the respective areas, therebysubdividing user responses to the advertisement. The advertisementeffect analysis apparatus may obtain objective effects of theadvertisement according to the subdivided user responses.

For example, in Equation 1, when the advertisement has a total playbacktime of 20 seconds, is played in the 400×300-pixel advertising area for12 seconds, and is played in the 750×550-pixel advertising area for 7seconds, the advertisement display degree is calculated as follows.Here, the total playback time of the advertisement and information onthe screen configuration (size) of the user device may be obtainablethrough a profile of the advertisement.

The display time in the 400×300-pixel advertising area may be calculatedby a value of AD Select Time−AD Start Time from the advertisementviewing history, and the display time in the 750×550-pixel advertisingarea may be calculated by a value of AD End Time−AD Select Time. In thepresent disclosure, the display degree is calculated as follows, forexample, in a case where the advertisement is provided in two sizes(400×300 pixels and 750×550 pixels). In a case of a different UI of theuser device, the following method may also be used to infer the displaydegree in view of the display size and time. Equation 2 is an example ofcalculating the advertisement display degree.

Display degree={(400×300×12 s)+(750×550×7 s)}/1024×768×20s=0.2719(27.19%)  [Equation 2]

The advertisement display degree may be expressed as 1 when theadvertisement is played in the full screen size from an advertisementstart time to an advertisement end time. Thus, the advertisement displaydegree represented by Equation 2 may be used as an index to measure howeffectively the advertisement is delivered and used to compare howeffectively the advertisement is displayed with other advertisements.

FIG. 5 illustrates a user response to an advertisement according to anexample embodiment.

Referring to FIG. 5, an advertisement effect analysis apparatus maydetermine a user response to estimate user interest in an advertisementin addition to advertisement display information based on anadvertisement display state. That is, the advertisement effect analysisapparatus may determine user interest in a displayed advertisement,which is a main purpose of the advertiser or advertising agency. Here,the advertisement effect analysis apparatus may determine a userresponse through an indirect method using input information input by auser, instead of a direct method using an online or offline survey.

To this end, the advertisement effect analysis apparatus may determine auser response to an advertisement using an input through a remotecontroller that is a peripheral connected to a user device. The remotecontroller is a representative user interface for the user device, and arecord of remote controller manipulation is stored in the user deviceand thus may be easily analyzed. For example, the user may generateinput information by turning the volume up or down with respect to aplayed advertisement through the remote controller. When the user turnsthe volume up while the advertisement is being played, the advertisementeffect analysis apparatus may determine that the user is interested inthe advertisement. When the user turns the volume down, theadvertisement effect analysis apparatus may determine that the user isnot interested in the advertisement.

FIG. 5 illustrates an example of indirectly measuring a user response,in which user interest in an advertisement may be indirectly measuredthrough a volume change based on an initial sound value of a userdevice. That is, the advertisement effect analysis apparatus may collecta set initial sound value (V_(on)) before receiving input informationfrom a user from the user device. Here, the initial sound value (V_(on))is used to identify a volume state sensed when the user views anadvertisement in a preset sound range, and a differentiated value may beallocated to a change in volume based on the initial sound value(V_(on)).

Referring to (a) of FIG. 5, the initial sound value of the user devicemay be set to 0≦V_(on)≦10, which may be determined to be a slightly lowsound range for the user. That is, the user views the user device set to0≦V_(on)≦10 may be determined sensitive to the volume.

Thus, whenever the volume is turned up by ‘1’ based on input informationinput through the remote controller, the advertisement effect analysisapparatus may assign a weighting representing ‘1.’ That is, theadvertisement effect analysis apparatus may assign a direct weightingcorresponding to the input information by the user in which the sound isset to a low value. That is, the advertisement effect analysis apparatusmay increase a weighting in proportion to the input information by theuser.

Referring to (b) of FIG. 5, the initial sound value of the user devicemay be set to 10≦V_(on)≦15, which may be determined to be a normal soundrange for the user. That is, the user views the user device set to10≦V_(on)≦15 may be determined not to be sensitive to the volume and notto listen at high volumes.

Thus, whenever the volume is turned up by ‘2’ based on input informationinput through the remote controller, the advertisement effect analysisapparatus may assign a weighting representing ‘1.’ That is, theadvertisement effect analysis apparatus may assign a weighting such thatthe user having the normal sound range does not respond to a relativelyloud sound.

Referring to (c) of FIG. 5, the initial sound value of the user devicemay be set to 15≦V_(on)≦25, which may be determined to be a slightlyhigh sound range for the user. That is, the user views the user deviceset to 15≦V_(on)≦25 may be determined to be insensitive to the volume.

Thus, whenever the volume is turned up by ‘3’ based on input informationinput through the remote controller, the advertisement effect analysisapparatus may assign a weighting representing ‘1.’ That is, theadvertisement effect analysis apparatus may assign an indirect weightingcorresponding to the input information by the user since the user isinsensitive to a sound. That is, the advertisement effect analysisapparatus may assign a weighting corresponding to occurrence of inputinformation representing a value, instead of increasing a weighting inproportion to the input information by the user.

Here, a Von range may be set differently depending on a smart TV deviceor be set by a smart TV service provider based on a user experience.

An index to measure the effect of the advertisement may be calculatedbelow based on the above three set ranges. For example, in the range of10≦V_(on)≦15, when the user turns up the volume twice by +3 and +1 withrespect to input information input while viewing the advertisement, theadvertisement effect analysis apparatus may calculate a user responsebased on a volume change by Equation 3.

User response={(+2)+(+1)}×0.2/1+1=0.3  [Equation 3]

Referring to Equation 3, by applying a weighting to each index withrespect to the calculated effect of the advertisement according toimportance of the index, a level of an overall advertisement effect maybe provided through a score of an advertisement effect measurementresult as follows, which may be represented by Equation 4.

$\begin{matrix}{{AdEffect}_{score} = {\sum\limits_{i = 1}^{N}\; {\alpha_{i} \cdot {{Index}_{i}.}}}} & \left\lbrack {{Equation}\mspace{14mu} 4} \right\rbrack\end{matrix}$

An effect (AdEffect_(score)) of each advertisement may be analyzed usinga weighting for each index of a user (a) with respect to theadvertisement (i). For example, an effect of each advertisement may beanalyzed using weightings for respective indexes indicating anadvertisement display state of a user (a) and a user response withrespect to the advertisement (i).

Ultimately, the effect of the advertisement may be converted into ascore in the hundred according to the advertisement display state anduser response by Equation 5.

AdEffect_(score)=(0.5×0.2719+0.5×0.3)×100=28.59  [Equation 5]

The advertisement effect analysis apparatus may need to consider anindex other than the above indexes. Specifically, the advertisementeffect analysis apparatus may experience a case where the userimmediately stops an advertisement after the lapse of a compulsorydisplay time set for each advertisement. In this case, although the userstops the advertisement, the advertisement effect analysis apparatusdetermines that the advertisement is played for a certain period of timebased on a degree to which the advertisement is displayed and calculatesa value for an index considering a playback time.

Here, the advertisement effect analysis apparatus may consider that theadvertisement is displayed to the user but actually has a negativeimpact on the user. That is, when the user receives an input of anadvertisement stop within a specific time, for example, two seconds(0≦t<2), after the compulsory display time, the advertisement effectanalysis apparatus may separately manage this case and separatelyprovide an advertisement effect measurement result to a desiringadvertising or platform manager.

FIG. 6 illustrates an operation of analyzing an effect of anadvertisement according to a result of an advertisement displayed to auser according to an example embodiment.

Referring to FIG. 6, an advertisement effect analysis apparatus maycollect an advertisement viewing history of a user and an effect of anadvertisement based on the collected advertisement viewing history.Here, the advertisement effect analysis apparatus may considerimportance of each index according to an advertiser or advertisingagency based on an advertisement profile provided by the advertiser oradvertising agency providing the displayed advertisement. That is, theadvertisement effect analysis apparatus may analyze an effect of theadvertisement based on the importance of each index with respect to anadvertisement display state or user response in displaying theadvertisement to the advertiser or advertising agency providing theadvertisement.

That is, the advertisement effect analysis apparatus may analyze theeffect of the advertisement according to the user based on theadvertisement display state and the user response calculated throughFIGS. 4 and 5. The advertisement effect analysis apparatus may divideadvertisement effects into positive effects and negative effects basedon a result of analyzing the effects of the advertisement.

Further, the advertisement effect analysis apparatus may provide howeffective the advertisement from the advertiser or advertising agency isto the user using the analysis result. Further, the analysis result maybe used as data used to recommend an advertisement to the user andaccordingly be used an element to improve accuracy rate of a targetadvertisement.

FIG. 7 is a flowchart illustrating an advertisement effect analysismethod according to an embodiment.

In operation 701, the user device 101 may generate an advertisementviewing history of a user. That is, the user device 101 may identifythat an advertisement is displayed to the user as the user turns on theuser device 101. Accordingly, the user device 101 may transmit anadvertisement viewing history of each advertisement that the user viewsto the advertisement effect analysis apparatus 102 in real time.

In operation 702, the advertisement effect analysis apparatus 102 maycollect the advertisement viewing history of the user from the userdevice. Here, the advertisement viewing history may include an ID foridentifying an advertisement, an advertisement start time, anadvertisement end time, and input information input by the user.

In operation 703, the advertisement effect analysis apparatus 102 maydetermine a display state of an advertisement based on the collectedadvertisement viewing history and a user reaction based on the displaystate. The display state of the advertisement may include a display sizeof the advertisement displayed on the screen of the user device and adisplay time based on the display size of the advertisement. When thedisplayed advertisement is selected by the user, the advertisementeffect analysis apparatus may display the advertisement in the enlargeddisplay size by adjusting an advertising area on the screen on which theadvertisement is displayed.

The advertisement effect analysis apparatus may determine the displaysize and advertisement display degree according to the display timebased on the screen size of the user device and the advertisementplayback time.

In operation 704, the advertisement effect analysis apparatus maydetermine a user response to the advertisement using input informationto manipulate the played advertisement according to the display state.The advertisement effect analysis apparatus may determine a userresponse according to a preset range using input informationrepresenting a variation in sound based on the sound output from theplayed advertisement.

In operation 705, the advertisement effect analysis apparatus mayanalyze an effect of the advertisement in view of a weighting based onimportance of the display state of the displayed advertisement and theuser response according to a result.

An advertisement effect analysis method according to an aspect mayanalyze an advertisement viewing history to analyze user involvement ina displayed advertisement, thereby providing an objective result basedon reliable information on the advertisement displayed to the user.

The present disclosure may analyze an effect of an advertisement byapplying a weighting based on importance of a display size of theadvertisement, a display time, and a user response according to theadvertisement viewing history, thereby analyzing the comprehensiveeffect of the advertisement based on a form and playback process of theadvertisement displayed to the user.

The methods according to the embodiments of the present disclosure maybe realized as program instructions implemented by various computers andbe recorded in non-transitory computer-readable media. The media mayinclude, alone or in combination, the program instructions, data files,data structures, and the like. The program instructions recorded in themedia may be designed and configured specially for the presentdisclosure or be known and available to those skilled in computersoftware.

While the present disclosure has been described with reference to a fewexample embodiments and the accompanying drawings, the presentdisclosure is not limited to the described example embodiments. Instead,it would be appreciated by those skilled in the art that variousmodifications and variations can be made from the foregoingdescriptions.

Therefore, it should be noted that the scope of the present disclosureis not limited by the illustrated embodiments but defined by theappended claims and their equivalents.

What is claimed is:
 1. A method of analyzing an advertisement effectperformed by an advertisement effect analysis apparatus, the methodcomprising: collecting an advertisement viewing history of a user from auser device; determining a display state of an advertisement based onthe collected advertisement viewing history and a user response based onthe display state; and analyzing an effect of the advertisementdisplayed to the user corresponding to a determination result.
 2. Themethod of claim 1, wherein the determining comprises determining thedisplay state of the advertisement using a display size of theadvertisement displayed on a screen of the user device and a displaytime based on the display size of the advertisement.
 3. The method ofclaim 2, wherein the determining comprises enlarging the display size ofthe advertisement by adjusting an advertising area on the screen onwhich the advertisement is displayed when the displayed advertisement isselected by the user.
 4. The method of claim 2, wherein the determiningcomprises determining an advertisement display degree according to thedisplay size and display time based on a size of the screen of the userdevice and a play time of the advertisement.
 5. The method of claim 1,wherein the determining comprises determining a user response to theadvertisement using input information for manipulating an advertisementplayed according to the display state.
 6. The method of claim 5, whereinthe determining comprises determining a user response according to apreset range using input information indicating a variation in soundbased on the sound output from the played advertisement.
 7. The methodof claim 1, wherein the analyzing comprises analyzing an effect of theadvertisement in view of a weighting based on importance of the displaystate of the advertisement and the user response according to a result.8. A method of analyzing an advertisement effect performed by anadvertisement effect analysis apparatus, the method comprising:determining a display state of an advertisement displayed on a screen ofa user device by collecting an advertisement viewing history of a user;determining a user response indicating involvement in the advertisementcorresponding to the determined display state of the advertisement; andanalyzing an effect of the advertisement displayed to the usercorresponding to the display state and the user response.
 9. The methodof claim 8, wherein the determining of the display state comprisesdetermining the display state of the advertisement using a display sizeof the advertisement displayed on a screen of the user device and adisplay time based on the display size of the advertisement.
 10. Themethod of claim 9, wherein the determining of the display statecomprises enlarging the display size of the advertisement by adjustingan advertising area on the screen on which the advertisement isdisplayed when the displayed advertisement is selected by the user. 11.The method of claim 9, wherein the determining of the display statecomprises determining an advertisement display degree according to thedisplay size and display time based on a size of the screen of the userdevice and a play time of the advertisement.
 12. The method of claim 8,wherein the determining of the user response comprises determining auser response to the advertisement using input information formanipulating an advertisement played according to the display state. 13.The method of claim 12, wherein the determining of the user responsecomprises determining a user response according to a preset range usinginput information indicating a variation in sound based on the soundoutput from the played advertisement.
 14. The method of claim 8, whereinthe analyzing of the user response comprises analyzing an effect of theadvertisement in view of a weighting based on importance of the displaystate of the advertisement and the user response according to a result.15. An apparatus for analyzing an advertisement effect, the apparatuscomprising: a receiver configured to collect an advertisement viewinghistory of a user from a user device; a processor configured todetermine a display state of an advertisement based on the collectedadvertisement viewing history and a user response based on the displaystate and to analyze an effect of the advertisement displayed to theuser; and a transmitter configured to provide the analyzed effect of theadvertisement to an advertiser.
 16. The apparatus of claim 15, whereinthe processor determines the display state of the advertisement using adisplay size of the advertisement displayed on a screen of the userdevice and a display time based on the display size of theadvertisement.
 17. The apparatus of claim 15, wherein the processordetermines a user response to the advertisement using input informationfor manipulating an advertisement played according to the display state.